ANALYSIS OF INFORMATION DIFFUSION TO MAXIMIZE SOCIAL MEDIA MARKETING IMPLEMENTATION (CASE STUDY OF MARKPLUS INSTITUTE)

• Main Author: Sonia, Asla
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75851
• Institution: Institut Teknologi Bandung

The Big Data revolution continues to occur and causes the business environment to become more competitive, including product marketing competition using social media which is a form of social media marketing. MarkPlus Institute which is one of the training service providers for B2B and B2C. One of its flagship products is the Education Executive Program (EEP), which is a training program for executives and business owners. The product is marketed by the MarkPlus Institute through social media, including LinkedIn and Instagram. The high number of social media users creates opportunities for companies to expand their information reach. One way to identify the distribution of information can be done with information diffusion. Information diffusion calculations with liking networks can be carried out using the Social Network Analysis (SNA) model and also the Susceptible-Infected (SI) epidemic. The SNA was adopted to see the network and key players in the distribution of information, and to see the proportion of actors who are exposed to product information. While SI is used to see the speed of time needed by information to reach a certain fraction. By comparing the performance of the two social media, the results show that the proportion of actors on Instagram is dominated by the target market for EEP products, such as business owners and marketing enthusiasts. Meanwhile, on LinkedIn, the actors are dominated by employees from MarkPlus itself. In terms of speed, Instagram is able to disseminate information 2.02 times faster than LinkedIn.